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Paper Chase

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This week, the Bs attended a webinar presented by Neenah Paper. So often, marketers invest tons of time and energy (and that means money) on a direct mail campaign or a piece of corporate collateral. We pay talent (writers, art directors), we buy photography, we budget for postage, and then at the project's very end, we skimp on paper.

As Neenah persuasively explained, paper makes a difference. And, that difference translates to results.

Here's some of what we learned ...

Digital may save you money, but consumers want more.
72% of consumers say they prefer to connect with brands through multiple channels before purchasing. And 93% of online responses are driven by direct mail promotions.

Analog — i.e.: paper — marketing communications influence purchases. Direct mail can be shared, discussed and considered.
Nearly 90% of purchase decisions are made or discussed at home. 61%of recipients find direct mail influenced their purchase decision. And 76% of shoppers discuss relevant mail from a brand or retailer they have purchased from in the past.

Neuroscience tells us that appealing to multiple senses increases impression and effectiveness.
Unlike digital ads, print materials can be touched, as well as seen. Texture makes a difference. And paper and ink even engage the sense of smell.

Paper, typography, images, color, and personalization matter.
Using color can increase brand recognition by 80% and mail response rates by 20%. And 86% of consumers say that personalization has an impact on whether they purchase or not.

"Green," sustainable, or environmentally friendly paper stocks send a powerful and progressive message.
3 out of 4 millennials are willing to pay more for sustainable products.

When we started in this business, paper companies spent (not so very) small fortunes on promotion. Some of the books and kits they produced were truly works of art. It was great to understand all the reasons why paper still matters.

Learn more about Neenah here.

 

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